Landing Page Segmentation For Higher Conversions

Your online traffic is like a mixed fruit basket, similar in many ways, but also very different.

￼Marketing to a mixed basket is difficult—how can you possibly know the right image, message, tone and offer that will appeal to anyone & everyone? This task becomes much more manageable when you group similar people together into segments.

Landing pages are the perfect place to try out segmentation, not only because it’s usually quick and easy to implement but also because it can drastically improve your conversion rates.

When you use copy, tone, messages, offers and images that are very likely to appeal to a particular segment, you’re speaking their language and boosting your odds of getting the lead or sale.

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Segmentation For Your Landing Pages

Within the broad umbrella of your online marketing, you can always tell what someone clicked on to arrive at your page, but it isn’t always easy to know who is landing on your pages, and why. Are they a decision maker or an influencer? Are they researching or ready to buy? Are they looking for this or that? Are they motivated by price or by features? You can find out—and offer up a relevant experience—with a few segmentation choices on your landing page. Using segmentation on the first page can help funnel visitors in the right direction and enable you to market your product or service more effectively.

If you are looking for segmentation ideas, a great place to start is by asking the sales team about the various roles and buyers they speak to on a regular basis. What influences how they pitch and sell their prospects? Is it role? Title? Place in the buying cycle? How do they decide to use pitch A to Sally but pitch B to Betty? Use the information you gather from sales to create segmentation strategies that will resonate with your audience.

A personalized experience, based on who someone is and what they are interested in, is more relevant to the visitor (They think: “If you’re targeting me, I must be a good fit!”) which makes them more likely to convert.

Landing Page Segmentation Examples

The best way to understand how this works is to see how other companies have successfully used landing page segmentation.

In these examples, you can see that the choice is clear and obvious for the visitor, and when they click, they instantly put themselves into a specific bucket (‘segment’). Armed with that knowledge you, the marketer, can make every other page they view more relevant and specific to who they are and what they want. This segmented experience often increases the odds that the visitor will convert. You can segment based on role, experience, product features, geography, really the list is endless—it’s great to test to see which segmentation choices yield the lowest bounce rate & highest conversion rates.

Marketing to a varied audience means having to speak to a variety of needs and wants. Instead of trying to please everyone with a ‘one size fits all’ landing page, you can let visitors put themselves into buckets and make their experience far more targeted and relevant. You’ll increase your odds of conversion, and learn something about your online traffic in the process.

Submitted by Anna Talerico on October 2010 - Opinions expressed in the article are those of the author and not necessarily those of Online Behavior or its Owners.

About Anna Talerico

Anna Talerico is the executive VP of ion interactive (@ioninteractive), the maker of LiveBall, a landing page management platform. Anna loves working with the sales and client services teams at ion to increase conversions for companies like American Greetings, DHL and Bronto Software. Follow her on Google+